Wrexham AFC has made another monumental move. They have hired Rob Faulkner as their new Head of Business and Communications. Faulkner used to work for UEFA, the European Club Association, and Inter Milan. This is another step in Wrexham’s journey. They are changing from previously a small National League club into a team that could become very promising in the distant future.

Indeed, the appointment of Faulkner will help Wrexham rise to new heights worldwide. High-ranking former officials from UEFA were previously considered out-of-reach for most non-league clubs. However, a new narrative comes with the upsurge in attention worldwide, widespread fan attention, and an ever-expanding brand.

Significantly, Rob Faulkner remains well acquainted with the world of football at its peak. At UEFA, Faulkner led one of the world’s most powerful soccer groups. He managed communications during major changes, like Champions League expansions and governance shifts. He then joined the European Club Association (ECA). During that time, he dealt with the intricate workings of Europe’s top football clubs. This included working for Inter Milan.

So how did a club like Wrexham, only recently promoted to League Two, entice such a high-profile figure? The answer lies in the dynamic vision of Ryan Reynolds and Rob McElhenney. Since purchasing the club in 2020, the pair have transformed Wrexham into a global sensation. Through their Disney+ documentary series, Welcome to Wrexham, they have brought the club’s unique story to millions of fans worldwide, offering a glimpse into the heart and soul of a lower-league football team striving for success.

With Faulkner now in the fold, Wrexham’s business and communications arm is getting a significant upgrade. His experience with big European football clubs will surely help the Welsh club. Moreover, the team wants to strengthen its place in the English league and grow worldwide.

A new era dawns for Wrexham

A small Welsh club with a rich history, saved from obscurity by two Hollywood stars, is the kind of story you’d expect to see in a movie. But underneath the glitz and glamor of celebrity ownership, a serious soccer operation is being built at the Racecourse Ground.

The inclusion of Faulkner in the team is not just for the show to draw public attention. In fact, it is a necessary step. His skills cover sponsorship, media rights, and growing the business. These are important hirings for a club that wants to make capital in today’s fast-changing soccer world. This is not just about selling more jerseys or tickets. His arrival will bring a lot of attention to the club.

Faulkner’s prior employment has enabled him to witness first-hand the progressive changes within European football. There is not a single experience that he has not acquired, including the conclusion of media rights backings, reconciliation with high-profile sponsors, and football’s biggest clubs. Currently, he is expected to assist Wrexham, a club that dreams big but has fewer resources, relative to other sports organizations worldwide.

With Faulkner managing the business and communication aspects of the club, Wrexham is in the best position ever to leverage the successes of previous years. The underdog narrative surrounding Wrexham has long been discredited. Even their recruit who happens to have been in UEFA clearly shows that it is not only about the club’s active engagement in the sport but also concerned with the growth of the club in other ways.